@ CaptainCraigThe same average cinema-goer probably hadn't heard of Ras Al Ghul or Scarecrow from Batman Begins, either. Nor, for that matter, might they have known the villain from Iron Man or other superhero movies. They will, however, know Anne Hathaway and may be aware that she's playing Catwoman. I also think that fandom will be more worked up about the dodgy SFX than the average cinema-goer.
I think the fact that this is the long-awaited sequel to TDK and that Nolan's name is now better known than it was when that movie was released will doubtless compensate for any other 'shortcomings' (and I'm not persuaded that they exist) this trailer may have.
@ Allyn Gibson when Nolan and Goyer first got together to make what ultimately became Batman Begins, they talked about how cool it would be to make a trailer for a movie where you didn't realise that it was actually a Batman movie until the end. And thus it was with BB's first trailer. This is really just continuing that tradition.